Social Media Marketing
Social Media Marketing is a way of using popular social media platforms to reach marketing and branding objectives. It would not be considered as just about setting up accounts and posting whenever an individual would want online assignment help Canberra (Mason et al. 2021). Rather, it would be focusing on having a plan that keeps changing and has goals that can be measured. These goals are such as;
- Keeping the profiles up to date and optimised
- Post photos as well as videos alongside stories and live videos that would showcase the brand and reaching a relevant audience
- Responding to comments as well as shares and likes and monitor the brand reputation
- Follow and engage with the followers, customers to create a community while being based upon the brand (Wibowo et al. 2020)
Significantly, in this context, it is to be said that Social media marketing is an effective way for companies of all sizes to connect with prospects and customers. Social media is a platform where people find, explore, follow, and purchase products and services from brands. And, in this context, social media platforms such as Face book, Instagram, or LinkedIn, play a widespread and diversified role. Effective social media marketing can have a significant impact on any business. It can create loyal brand followers while at the same time it can even help in getting assistance in make my assignment in Canberra and generate leads and necessary target sales (Chatterjee and Kar, 2020). Thus, the wider market coverage to target a particular market base is possible through social media platforms. Specifically, in this current digitalised era of communication, where, social media platforms and its usage play a significant role, the necessity of it for marketing purposes of brands and companies are inevitable. Thus, in this context, the benefits of social media marketing are presented below:
- Social media marketing plays a significant role in improving brand awareness. The positive impact could be created through the social media marketing (Herawati et al. 2022). Companies can build brand trust and credibility by posting content that showcases the people behind their brand, as well as the people who actually use their product.
- In addition to being a great way to increase brand awareness, social media gives companies the opportunity to engage, reply to posts, post content created by users, and even follow up with unhappy customers (Ebrahim, 2020). Unlike other forms of media such as radio as well as TV and newspaper, and magazine, social media is observed to be giving customers and businesses the wider scope to interact.
- Furthermore, assignment help Sydney and social media marketing would provide the benefit of customer services. Successful marketing of brand or specific product or service on social media would have positive influence on conversion as well as sales rate (Zollo et al. 2020).
Thus, as a whole, based on the above discussion on social media marketing, it could be said that the purpose is to create content to be shared on social media platforms in order to promote a company’s products or services, build a community with its audience, and generate traffic to the company’s entire business (Sun and Wang, 2020). Social media marketing is a rapidly changing field, with new features and social media platforms popping up almost daily.
Consumer Behaviour
Understanding consumer behaviour can be considered as the key elements of the marketing strategy. Therefore for any kinds of marketing strategies, whether it is a traditional or social media marketing strategy, before implementing those, it is necessary to understand fully regarding the expectations as well as needs of the consumers they need to influence under different circumstances (Rondoni et al. 2020). Hence, for enhancing and strengthening their social media marketing, they need to understand the way customers can react as well as influenced by their marketing strategies under different situations. In accordance with this discussion it can be stated that consumer behaviour can be considered as an action as well as decision through which households or people can choose, buy or use as well as dispose of their products or services within the market. Therefore in this regard it can be stated that for performing these overall activities, the sociological, psychological as well as cultural elements can play an important role in engaging the customers with the market, they desire. From the perspective of the social media, it can be identified that as this is the multi-stage process, it can involve the identification of the problems, collection of data, exploration of the options as well as making the decisions of the purchasing along with evaluation of the experience (Santos et al. 2022). The consumers can be influenced during different stages which can further consist of values as well as views, marketing campaigns, product features, environmental conditions and more. In this way, the marketers can understand their customers and create their marketing plan accordingly. They can further supply the goods and services as per the wants and demand of the customers.
Based on the above discussion it can be stated that, in following ways the consumer behaviour can affect the marketing, such as,
Segmentation: The research regarding consumer behaviour can help the marketers with the behavioural segment markets (Loxton et al. 2020). Hence, the marketers can modify their marketing messages as well as strategies for appealing to each demographic in better manner by recognising those segments accurately.
Product Design: Understanding the consumer behaviour can aid the product development in this context. The marketers can easily create products through which the needs as well as preferences of the customers, hence, the requirements as well as tastes can be analysed (Spangenberg and Lorek, 2019). This can lead to further increase in the customer satisfaction as well as sales.
Pricing Strategy: The marketers can utilise the consumer behaviour data for determining the price points where the customers can pay the right price for the products or services. In this way they can appeal the right pricing strategies for each market segment.
Branding: The research regarding the consumer behaviour can help in the development of the branding strategies. Marketers can establish their brand messages as well as strategies which can be resonate with the consumers (Ismagilova et al. 2020). In this way the brand loyalty can be built and the consumer attitudes as well as perception of the brands can be understood properly.
Impact of Social Media Marketing on Consumer Behaviour
In accordance with the above discussion it can be stated that there are different consumers who use social media at present time compared to the previous era. Consumers are therefore looking for the recommendations as well as reviews on a continuous basis to decide whether they will buy any products or not under different situations (Voramontri and Klieb, 2019). Hence, it is necessary to maintain a proper online presence for every business in different social media platforms. On the other side it can be stated that using social media and promoting the products through social media can be considered as the latest trend in marketing. This is because social media has the immense power to influence or attract the potential customers from the very start until the stage of the buying as well as after the buying process. Hence, it is essential for the company to properly present their brands as consumers become more aware towards their offerings. At later stage, during the narrow down of the choices of the consumers, the businesses need social media Influencers to convince the customers with their choices. Hence, the businesses need to follow up the customers with their choices in a continuous manner to maintain the relationship in a strong way (Wibowo et al. 2020). If the businesses can maintain attractive as well as informative content, the customers become more engaged with their products as well as service. Hence, based on this discussion, in the following ways, social media can influence consumer behaviour in a positive manner, such as,
Establishing Product Awareness
Social media can create huge influence and impact on the consumers while they attempt to build the awareness regarding the particular product or service. It can be seen that if the people face any kinds of issues while choosing the products, they immediately search for the solutions, but at the same time, they don’t know how the problems can be solved (Ioanas, 2020). Hence, using social media, the business can easily influence and understand the consumer behaviour properly and in this regard, they can use customer experience analytics as it can help the customers to meet their needs and demand. Also the brand presence of the consumers can be strengthened.
Greater Force of Purchasing Decisions
Social media can be considered as the greater force for both organisations as well as consumers to initiate their buying decisions under different situations. It can be seen that if people find any products more reliable or likable, they tend to praise the products with more likes, reviews, shares as well as comments on the social media. In this way marketers can make the social space more transparent as they are continuously sharing reviews, likes or tweets regarding their happy customers (Cao et al. 2021). On the other side, customers can understand and develop the trust towards the business; hence the conversion rates are increasing. Hence, in this way the buying decisions of the customers can be supported through social media marketing.
Reference list
Cao, D., Meadows, M., Wong, D. and Xia, S., 2021. Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, pp.835-846.
Chatterjee, S. and Kar, A.K., 2020. Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, p.102103.
Ebrahim, R.S., 2020. The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), pp.287-308.
Herawati, A.F., Yusuf, M., Cakranegara, P.A., Sampe, F. and Haryono, A., 2022. Social Media Marketing In The Promotion Of Incubator Business Programs. Jurnal Darma Agung, 30(2), pp.623-633.
Ioanas, E., 2020. Social media and its impact on consumers behavior. Jurnal Analisa Kesehatan, 1(1), pp.1-1.
Ismagilova, E., Slade, E., Rana, N.P. and Dwivedi, Y.K., 2020. The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, p.101736.
Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G. and Zhao, Y., 2020. Consumer behaviour during crises: Preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behaviour. Journal of risk and financial management, 13(8), p.166.
Mason, A.N., Narcum, J. and Mason, K., 2021. Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), p.1870797.
Rondoni, A., Asioli, D. and Millan, E., 2020. Consumer behaviour, perceptions, and preferences towards eggs: A review of the literature and discussion of industry implications. Trends in Food Science & Technology, 106, pp.391-401.
Santos, V., Ramos, P., Sousa, B., Almeida, N. and Valeri, M., 2022. Factors influencing touristic consumer behaviour. Journal of Organizational Change Management, 35(3), pp.409-429.
Spangenberg, J.H. and Lorek, S., 2019. Sufficiency and consumer behaviour: From theory to policy. Energy Policy, 129, pp.1070-1079.
Sun, Y. and Wang, S., 2020. Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia pacific journal of marketing and logistics, 32(4), pp.860-878.
Voramontri, D. and Klieb, L., 2019. Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), pp.209-233.
Wibowo, A., Chen, S.C., Wiangin, U., Ma, Y. and Ruangkanjanases, A., 2020. Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), p.189.
Wibowo, A., Chen, S.C., Wiangin, U., Ma, Y. and Ruangkanjanases, A., 2020. Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), p.189.
Zollo, L., Filieri, R., Rialti, R. and Yoon, S., 2020. Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business research, 117, pp.256-267.